Omega – Forgotten Histories: Omega and Cindy Crawford’s Relationship Nears 30 Years – Retail
Just recently, Omega celebrated the grand opening of its San Francisco, California boutique, bringing along a family of brand ambassadors to help ring in the good times. The beautiful and talented Cindy Crawford and her equally beautiful and talented daughter Kaia Gerber were in attendance and helped to emphasize the brand’s women’s watches as well as its commitment to causes. What struck me the most about this store opening – without neglecting, of course, Omega’s growth and its ever-forward vision – was the story surrounding Omega and Cindy Crawford.
Kaia Gerber, Cindy Crawford, 2021 © Omega
It was in 1995 that Omega recruited supermodel and actress Cindy Crawford as its brand ambassador. The announcement was made in Las Vegas and Omega was among the first watch brands to name an American brand ambassador to its list. The announcement was met with thunderous applause, as the prolific and eloquent Crawford took the stage in a stunning red dress and delivered a spectacular speech about being the face of the brand and the new Constellation women’s line.
I say. I was there. In fact, I remember it like it was yesterday. It was a special moment that few other brands could match at the time. Even more spectacular for me, I was the first female watch journalist to interview Crawford in her new role for Omega. I wasn’t struck by her (just like I’m not really struck by the celebrities or athletes I interview), but I was impressed – by her and Omega. This was an important milestone as far as watch brand ambassadors are concerned. Before that, perhaps only Rolex had “brand friends” on board.
Today, Cindy Crawford is Omega’s longest serving brand ambassador. This is likely due to its dedication to perfection and elegance and its commitment to making the world a better place – all very similar values to Omega. Not only did she defend the brand’s women’s watches, but also and above all, she actively participated in major Omega causes, in particular by working enthusiastically on behalf of the brand since 2014 for the Orbis International association, an airplane full of doctors and surgeons. who bring the treatment of preventable blindness to the most remote places in the world. She even starred in the 2015 documentary Hospital in the Sky. In 2017, Crawford’s daughter Kaia Gerber also joined the Omega family as the new face behind its Tresor, then Deville and Constellation collection.
Kaia’s Devil © Omega
So when we learn that these two superstars are at the opening of an Omega boutique or another significant event for the brand, it is important to note that this is not a recent phenomenon – at least from Cindy Crawford. She is an indelible part of modern Omega history and continues to be a superb leadership force for women and for the brand.
Cindy Crawford worked with Omega on the design of the Constellation mini line in 1996.
Constellation © Omega
The 1997 launch of the “Omega – My Choice” campaign with Cindy Crawford.
My Choice Campaign, 1997 © Omega
American model and actress Kaia Gerber, daughter of Cindy Crawford, has been part of the Omega team for about five years now.